Harnessing the Power of Indirect Channels for Sales Success

Harnessing the Power of Indirect Channels for Sales Success

What is an Indirect Channel?

An indirect channel refers to the use of third-party entities to sell and distribute a company’s products or services, rather than selling them directly to consumers. This approach allows companies to leverage the strengths and market presence of partners to expand reach, penetrate new markets, and drive sales without directly managing the entire sales process.

Indirect Channel Types

There are numerous types of indirect channels, each offering distinct benefits and suited to different strategic needs:


Distributors buy products in bulk from manufacturers and sell them to other businesses, such as retailers or smaller distributors. They typically provide storage, distribution, and logistics support.


Similar to distributors, wholesalers also purchase goods in large quantities for resale. However, they often sell to retailers or professional users and might offer less support in logistics compared to distributors.


Retailers purchase products from wholesalers or distributors and sell them directly to the end consumer. They are the face of the product distribution chain to the general public.

Value-added Resellers (VARs)

VARs enhance the existing products by adding features or services before reselling them, thus providing added value to the end customers.


Agents act as intermediaries by facilitating sales between the seller and the buyer, earning a commission based on the sales they generate.

System Integrators

These partners integrate a product into a broader solution that combines various products, thus enhancing its functionality and creating a more comprehensive solution.


Consultants offer expert advice and may also sell products that align with their consultancy services, thereby influencing purchases through their professional recommendations.

Independent Software Vendors (ISVs)

ISVs develop, market, and sell their own software products, often by integrating them with existing platforms or products from other vendors.

Solution Providers

They combine multiple products from different sources into a single solution, addressing specific customer problems or business processes.

Managed Service Providers (MSPs)

MSPs manage a customer’s IT infrastructure and end-user systems on a proactive basis, under a subscription model.


Resellers purchase goods to sell them as-is to the end customer. They are a key component in the technology product space.

Affiliates and Referral Partners

These partners earn commissions for referring new clients or customers to a business, typically through digital marketing efforts.

Advantages of Indirect Sales Channel Partnerships


Working with partners can reduce the cost of sales and distribution as these partners often have established resources and customer bases.

Access New Customer Base

Indirect channels enable companies to tap into their partners’ existing customer relationships, expanding their reach and access to new segments.

Test New Markets

Companies can use indirect channels to test new geographical markets or sectors with less financial risk than if they were to set up direct sales operations.

Prioritize Company Development

By outsourcing sales efforts, companies can focus more on product development, service enhancement, and other core business areas.


Leveraging indirect channels can provide substantial advantages in scaling operations, accessing new markets, and enhancing product distribution efficiency. As businesses grow, understanding and optimizing these channels can lead to significant strategic benefits. For businesses looking to expand their reach without substantial upfront investment in new markets, indirect sales channels offer a viable and effective solution.

At Lead-Launcher, we understand the intricacies of establishing and managing successful indirect channel partnerships. Our expertise can help your business develop robust sales strategies that align with your goals and market demands, propelling your growth and success in the competitive market landscape.